SBC News Voice of the Sports Betting Industry
Betsson Group has been in Lithuania for some time, but Wednesday marks the first day it will do so under the Betsson name, as the existing Betsafe Sportsbook is rebranding.
Looking to unify the company on a global scale, the move focuses on a region that has been of great importance for the gambling group over the years.
Betsson’s debut in Lithuania wasn’t a traditional market launch. In 2016, the organisation acquired TonyBet which was already active in the country, therefore securing a local licence and reinforcing its presence in the Baltics.
Betsafe has also been the longstanding main sponsor of the Lithuanian Men’s National Basketball Team. In March 2023 the firm also partnered with the King Mindaugas Cup Sponsorship Final 4 basketball event in Šiauliai.
In 2023, the global sports betting and online casino operator also upgraded into a larger office in Lithuania’s Vilnius Central Business District.
Jesper Svensson, CEO at Betsson Group, said: “Lithuania has been an important market for us over the years, and this rebrand is a natural next step in our journey.”
Betsson’s rebranding in the country looks to better align its local offering with its internationally-known brand.
“By aligning our presence in the market under the Betsson brand, we can tap into broader marketing synergies, strengthen our global identity, and continue offering the same great service that our customers know and trust,” Svensson added.
While the company is sunsetting Betsafe in Lithuania, Betsson still utilises the Betsafe and SuperCasino brands in both Estonia and Latvia.
This is the second rebrand announcement this month from Betsson Group. It redefined its Georgian business in a bid to maximise revenue from investments by promoting “one brand that can be visible across borders”.
Those were the words of Group CCO at Betsson, Ronni Hartvig, when explaining the shift from Europebet to Betsson Georgia in the market.
Market adaptation
Betsson will have to be careful when it comes to marketing this rebrand, however. In 2021, Lithuania prohibited all forms of marketing that encourage gambling participation such as bonuses, free bets or spins, promotional events and discounts.
The group’s aforementioned sponsorships within Lithuanian sports will also change come 2028, when all gambling-related advertising – including sponsorships – will be banned in the country. These new regulations are part of a wider regulatory overhaul that will increase penalties and responsible-gambling staff in venues, as well as strengthen online safeguarding.
